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The Good Enough Stuff Revolution

Are Harry’s or Dollar Shave Club razors better than Gillette? What about Honest Co. soap versus Dial soap? I have no idea, and I don’t have any interest in figuring it out. They are good enough and generally easier to buy, and so they win.

There is, in my mind, a major revolution underway in most consumer hard and soft goods which I call the Good Enough Stuff revolution. As a result, most traditional brands sold through traditional retail avenues are going to struggle to find a foothold in this new world.

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Rightly or wrongly, years of marketing slug-fests have left me as a consumer assuming all toothpastes are basically the same.